CMO Q&A: How Do You Create a "Customer-Centric" Marketing & Brand Philosophy?

By: Eddy Goldberg | 1,888 Reads 5 Shares

In each issue of Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're taking their companies.

Throughout the year, we'll be selecting one of those questions - and providing answers from the most recent CMO profiles. If you like what they say and are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we've provided links to their full profile.

This week: How do you create a "customer-centric" marketing and brand philosophy?

Kieran McCauley, Vice President of Marketing, HealthSourceThrough a combination of CRM systems we have in place and our "live-local" approach to marketing. The live-local approach is all about having our clinics support local groups in the communities in which they operate. It's also about personalizing messaging to patients, providing details that demonstrate a personal understanding. Read full profile.

Katherine LeBlanc, CMO, Painting with a TwistOrganically, through the experience we provide. Walk into one of our studios and you are greeted, shown to your spot, and encouraged to pop a cork! Our guests feel like they are walking into a friend's home when they visit us. It is core to how we interact with our guests, so it's an easy sell to our franchisees. Read full profile.

Kristina Van Bruggen, Vice President of Marketing, Sizzler USABeing hyper-focused on guest satisfaction has been at the core of Sizzler's culture for the last 60 years. Our success is based on a variety of factors and is a mash-up of understanding our guest's needs, constantly evolving our culinary development, and delivering and exceeding guest expectations in our restaurants every single day. It's a full team effort. This strategy is exemplified in our menu evolution. Throughout its history, Sizzler has consistently tailored its offerings to incorporate on-trend flavors. This is showcased in the recently upgraded Craft Salad Bar, which features quinoa, artichoke hearts, and avocado served on a chilled plate for a gourmet experience. Continuously building upon our guest's satisfaction will continue to be a priority. Read full profile.

Denise Pedini, Executive Vice President of Marketing, Pizza InnWhen I came on board two years ago, we hired an advertising agency, Johnson & Sekin, to rebrand Pizza Inn. The direction we gave the agency was to ensure that our customers know we are a part of their community and that we not only care for them as customers but also as part of our family. This is where our new tagline "America's Hometown Pizza Place" came from. Pizza Inn is the place they can have celebrations, fundraisers, and make wonderful memories. Read full profile.

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